Sport Media Strategies – SMGT 430

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

Course Description

Sport Media Strategies is designed as a capstone course for the Communications and Public Relations Cognate. Heavy emphasis is given to the application of sport public relations technologies and strategies including promotional media, media relations tactics, public relations campaigns, and high level public relations responsibilities related to sport information.


SMGT 200 and SMGT 201 and SMGT 302 and SMGT 305 and SMGT 310 and SMGT 312


The environment surrounding sport media is precarious and ever changing. When dealing with the media, sport communication managers must be able to identify and select the most appropriate strategies for disseminating information, handling crises situations, and fostering a positive rapport with influential sport media. Public demand has pushed sport media personnel to new levels of influence in the quest to satisfy the needs of information seeking publics. This atmosphere creates numerous challenges for sport communication professionals when it comes to dealing with the media and keeping the organizations and the athletes they represent in a positive public light.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Appraise sport media strategies’ effectiveness.
  2. Select appropriate sport media strategies for a variety of scenarios.
  3. Construct an effective Communication and Publicity Plan.
  4. Compose effectual media platform protocols.
  5. Produce relevant public relations information for a sport organization.

Course Assignment

Textbook readings and lecture presentations (MLOs: A, B, C, D, E)

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (2)

Discussion boards are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each forum. Each thread must be 400–500 words, demonstrate course-related knowledge, and include the textbooks, at least 1 outside resource, and 1 Scripture reference in current APA format. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be 200 words. (MLOs: A, B, D, E)

Fantasy Sports PR Weekly Project (7)

Various fantasy sport leagues will be organized for this course through ESPN. The sport for these leagues will vary depending on what time of the year the course is taking place. All teams will be auto-drafted. Students must follow the athletes on their team during the entire term. Every week, each student will be required to submit at least 2 public relations forms of communication in relation to real-life events involving the players on the student’s fantasy team (ex. A Press Release about one of their players being arrested for DUI or an injury report for a game week, etc.) (MLOs: A, B, E)

Communication and Publicity Plan

Students will develop a Communication and Publicity Plan regarding an athlete, organization, or event using current APA format. The Plan will apply the concepts learned in this course as well as other courses with in the Communication and Public Relations Cognate. Additional information about the Plan is posted on Blackboard. The plan must be submitted as a PowerPoint presentation. (MLOs: A, B, C, E)

Social Media Policies Project

Students are tasked with developing a social media policy for a Division I Athletic Department. This social media will include sections for and encompass all players, coaches, staff, and administrators. Special consideration should be given towards legal and ethical dimensions that apply. The policy should be thorough with no loopholes or gaps in coverage. (MLOs: A, B, D)

Tests (2)

Each test will cover the Reading & Study material for the assigned modules/weeks. Each test will contain multiple-choice, true/false, and essay questions, and have a 1 hour time limit. (MLOs: A, B, C, D, E)